Case Studies
An Analytical Study on
Titan v/s Timex with respect to STP and Consumer Behaviour
Prepared for:
Prof. Subrat Sahu
(Marketing Management)
By
Khushboo Mandot
Roll no: 23
SKIPS
LETTER OF TRANSMITTAL
November 13, 2008
Prof. Subrat Sahu
Marketing Management
SKIPS
Dear Sir, I have completed the report that you requested. This report examines the differences between Titan and Timex with respect to its segmentation, targeting and positioning strategies as well as their consumer behavior for the same. This report proved to be very enlightening, as well as a learning experience. At your request, I will discuss the report with you.
Sincerely
Khushboo Mandot
EXECUTIVE SUMMARY
This study talks about the marketing strategy adopted by Titan and Timex with respect to its STP model and attempts to understand their consumer behaviour.
This study talks about the marketing strategy adopted by Titan and Timex with respect to its STP model and attempts to understand their consumer behaviour.
The study reveals that Titan has very systematically and broadly segmented the market according to age, income and tastes and preferences and has satisfied every segment while Timex has also done it on the same basis but did not broaden its market segments. This is the basic reason of Titan’s more popularity in India than Timex.
Titan has targeted every possible market segment according to their segmentation criteria with varied ranges of watches like Fastrack, Raga, Nebula, Xylys, Sonata, Flip, Technology, etc. and Timex has targeted a segment that consists of youth with middle income having a passion for technology. Because of this Timex’s popularity is restricted only to this group and so it fails to be a household name.
Titan’s watches have been perfectly positioned for all of its varied watches having different features but it seems that Timex hasn’t been so perfect with its positioning. Timex has kept on changing
Titan v/s Timex with respect to STP and Consumer Behaviour
Prepared for:
Prof. Subrat Sahu
(Marketing Management)
By
Khushboo Mandot
Roll no: 23
SKIPS
LETTER OF TRANSMITTAL
November 13, 2008
Prof. Subrat Sahu
Marketing Management
SKIPS
Dear Sir, I have completed the report that you requested. This report examines the differences between Titan and Timex with respect to its segmentation, targeting and positioning strategies as well as their consumer behavior for the same. This report proved to be very enlightening, as well as a learning experience. At your request, I will discuss the report with you.
Sincerely
Khushboo Mandot
EXECUTIVE SUMMARY
This study talks about the marketing strategy adopted by Titan and Timex with respect to its STP model and attempts to understand their consumer behaviour.
This study talks about the marketing strategy adopted by Titan and Timex with respect to its STP model and attempts to understand their consumer behaviour.
The study reveals that Titan has very systematically and broadly segmented the market according to age, income and tastes and preferences and has satisfied every segment while Timex has also done it on the same basis but did not broaden its market segments. This is the basic reason of Titan’s more popularity in India than Timex.
Titan has targeted every possible market segment according to their segmentation criteria with varied ranges of watches like Fastrack, Raga, Nebula, Xylys, Sonata, Flip, Technology, etc. and Timex has targeted a segment that consists of youth with middle income having a passion for technology. Because of this Timex’s popularity is restricted only to this group and so it fails to be a household name.
Titan’s watches have been perfectly positioned for all of its varied watches having different features but it seems that Timex hasn’t been so perfect with its positioning. Timex has kept on changing
Bibliography: 1) www.titanworld.com 2) www.timexindia.com 3) www.books.google.com 4) www.hindubusinessline.com 5) www.business-standard.com 6) www.indiainfoline.com